Gum marketers back in Singapore

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[Singapore] Twelve years after outlawing chewing gum, Singapore will allow some gum brands to be sold. Wrigley Co. is getting ready with a creative review before launching Orbit and Orbit White in Singapore later this year. The contenders are Omnicom Group's BBDO Worldwide, Publicis Groupe's Leo Burnett Worldwide and Grey Global Group's Grey Worldwide. All three work with Wrigley in Asia and BBDO is the gum marketer's U.S. agency.

Singapore is partially lifting the ban to allow "healthy" gum, such as Pfizer's nicotine-replacement Nicorette, after signing a free-trade agreement with the U.S. last year. After intense lobbying, Wrigley also got a green light to introduce Orbit in Singapore in mid-2004, because, according to the company, it is sugar-free, freshens breath and whitens teeth. QwikFIND aap48o

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